The scoreboard, honestly: the hard targets, how often each one is actually looked at,
and the quiet human signals that never make it onto a dashboard.
Pipeline Influence & Revenue Contribution
The total sales pipeline value directly influenced by our events and experiential programmes, and the percentage of closed-won revenue attributed to these activities.
Target · Generate >£10M in sales pipeline influenced annually; contribute to >15% of new business revenue.In Q3, our global event portfolio influenced £3.5M in new pipeline, with £1.2M of that closing into revenue. That's a direct, measurable impact.
Return on Experiential Investment (ROXI)
The ratio of business value generated (e.g., pipeline, brand uplift, customer retention) against the total cost of the experiential programme.
Target · Achieve a minimum 5:1 ROXI across the overall events portfolio.Our flagship user conference cost £2M but generated £12M in influenced pipeline and significant brand uplift, giving us a 6:1 ROXI. That's a win.
Brand Perception & Market Share Growth
Improvements in key brand perception metrics (e.g., awareness, favourability, innovation leader) and measurable shifts in market share within target segments.
Target · Increase brand favourability by 10% and gain 2% market share in key regions over two years.After launching our new experiential campaign, brand recall for 'innovation' increased by 15% among our target audience, directly impacting our competitive standing.
Team Performance & Retention
The overall effectiveness, engagement, and stability of your direct and indirect teams.
Target · Maintain a team retention rate of >90% and see at least 2 direct reports promoted annually.Your team consistently delivers high-quality work, and 3 of your managers were promoted last year, showing strong talent development.
Strategic Influence & Board Confidence
Your ability to shape the company's overall marketing and business strategy, and the level of trust and confidence the Board and C-suite place in your vision.
- You're regularly invited to contribute to broader business strategy discussions, your proposals for significant investment are approved with minimal pushback, and the Board actively seeks your input on market trends and brand positioning. They see you as a critical voice, not just an executor.
Organisational Transformation & Innovation
The extent to which you drive meaningful change within the organisation, introducing new experiential formats, technologies, or approaches that keep us ahead of the curve.
- You've successfully piloted and scaled new event formats (e.g., hybrid models, immersive digital experiences), integrated new technologies that genuinely improve attendee experience or measurement, and your team is recognised as a centre of innovation within the company. People look to your department for what's next.
External Reputation & Thought Leadership
Your standing and the company's reputation within the wider events and marketing industry, positioning us as a leader and innovator.
- You're invited to speak at major industry conferences, our experiential programmes win awards, and competitors are openly trying to emulate our approach. Key industry figures reach out to you for insights and collaboration. We're seen as setting the benchmark.